Dive Brief:
- Another day, another multi-billion dollar agency review gets settled: L'Oréal USA has chosen WPP’s MEC to consolidate its planning and buying for all media including search, social and programmatic.
- L'Oréal is the ninth largest U.S. advertiser at more than $2 billion total media spending.
- In other L'Oréal news, it recently announced taking content creation in house at its Montreal headquarters in order to speed up getting content to different social media platforms.
Dive Insight:
In a week that already saw P&G move most of its $2 billion media spend to Omnicom, L'Oréal USA tapped WPP’s MEC to consolidate its entire multi-billion dollar media spend after an eight month review.
About the move, Nadine Karp McHugh, svp of omnimedia, strategic investments and creative solutions, L'Oréal USA, told Adweek, "MEC brings a shared vision for the future of our ever-changing business, strong digital expertise and leadership with truly integrated teams built for us, and the tools and technology to develop omnimedia solutions."
MEC will take over integrated media planning and buying for TV, print and digital, roles previously held by Publicis Groupe's DigitasLBi and IPG's UM.
"We are delighted by the appointment and the opportunity to expand upon our already strong relationship with L'Oréal, a leader with a deep heritage of innovation in beauty for all," MEC's North American CEO Marla Kaplowitz told Adweek. "Our agency's data and insights-led planning approach to media will ensure each brand's vision is fully realized as we partner to further define the future of marketing."
With this year's unprecedented reviewageddon winding down, Publicis Groupe is looking like one of the agencies facing the biggest loses.